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How is Harley-Davidson using marketing to influence emotional aspects of the motorcycle buying
process?

What role are consumer characteristics likely to play in a consumer’s decision to buy a Harley-
Davidson in India?

In terms of the anchoring and adjustment process, what challenges and opportunities does Harley-
Davidson face in marketing to Indian consumers?

Using the consumer behavior concepts in this chapter, explain the marketing thinking behind
allowing buyers to test-drive any of the Harley-Davidson bikes. Do you agree with this marketing
decision? Why or why not?

How might consumers use thought-based decision models when considering a motorcycle
purchase in India? What are the implications for Harley-Davidson?

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Answer⇒

Harley-Davidson uses marketing to influence the emotional aspects of the motorcycle buying
process by creating a brand image and lifestyle that appeals to the customers' desires and
aspirations. Harley-Davidson's marketing campaigns focus on the emotional benefits of
owning a motorcycle, such as freedom, adventure, and individuality. The company's
advertising and promotions emphasize the unique experience of riding a Harley-Davidson
motorcycle and connect with customers' emotional needs and desires.

Consumer characteristics play a crucial role in a consumer's decision to buy a Harley-

Davidson motorcycle in India. Harley-Davidson targets consumers who value individuality,
freedom, and adventure and are willing to pay a premium for these benefits. Consumers who
have a strong sense of identity, lifestyle, and social status are likely to be attracted to Harley-
Davidson motorcycles. The company also targets young and affluent consumers who are
looking for a unique and premium riding experience.

The anchoring and adjustment process presents both challenges and opportunities for Harley-
Davidson in marketing to Indian consumers. Harley-Davidson must create an initial impression
or anchor that reflects the brand's value proposition and resonates with the customers' needs
and aspirations. The company must also provide a reference point or comparison for
customers to adjust their perceptions and evaluate the brand's benefits against other brands.
The challenge for Harley-Davidson is to establish a positive anchor and maintain a favorable
comparison in a competitive market while adapting to the cultural and social norms of Indian
consumers.

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 Allowing buyers to test-drive any of the Harley-Davidson bikes is a marketing decision that
reflects the company's customer-centric approach and its emphasis on providing a unique and
personalized experience. By allowing customers to test-drive its motorcycles, Harley-Davidson
provides an opportunity for customers to experience the emotional benefits of riding a Harley-
Davidson motorcycle and build a strong emotional connection with the brand. I agree with this
marketing decision as it can help the company to increase customer satisfaction, loyalty, and
advocacy.

Consumers in India are likely to use thought-based decision models when considering a
motorcycle purchase, such as the cognitive hierarchy model or the conjunctive model. These
models involve cognitive processes such as problem recognition, information search,
evaluation of alternatives, and decision-making. The implications for Harley-Davidson are to
provide relevant and credible information to customers, differentiate its brand from
competitors, and offer a unique value proposition that resonates with customers' needs and
desires. The company must also adapt its marketing mix to the cultural and social norms of
Indian consumers and build strong emotional connections with the brand.

Let me know if you have any further questions or if there's anything else .

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